Scanning code ordering has long been a common way to order meals in restaurants. However, there are more and more disputes about the code snack. Consumers are dissatisfied with the forced dining order in some restaurants and the official account of the restaurant after scanning. On the other hand, code scanning and ordering is an important performance of digital upgrading for catering enterprises, which can save part of the restaurant manpower and improve the consumption experience. Beijing Business Daily reporter interviewed catering enterprises, consumers and experts for different views on scanning code and ordering. Experts believe that consumers have the right to choose, catering enterprises should not be forced to use scan code order, and should pay attention to the protection of consumer personal information security.
Forced online ordering in disguise
Nowadays, code scanning ordering has become a common and mature way of ordering service in the catering industry, which is a blue ocean market for catering SaaS service providers. Consumers can order and place orders through their mobile phones as long as they scan the QR code at the table after they arrive at the store, which changes the mode of front-line service personnel ordering from the menu or at the counter. For consumers, this way can avoid the inconvenience of waiting too long in the offline order queue or in the peak meal time; for catering enterprises, consumers can save the manpower of the store in charge of the order process by scanning the code, and can collect the data of users’ preferences, which is helpful for enterprise decision-making. It is an important way to improve the efficiency of restaurant operation.
However, this way of ordering has caused a series of disputes recently. Beijing Business Daily reporter learned that there are two main points of doubt on the code sweep meal. One is the situation of consumers coming to the restaurant to enact the situation that consumers are forced to check the order of their mobile phone, ignoring the demand of consumers’ ordering under the line. The other is that the official account of WeChat public and registered members who have to pay attention to the restaurant after the two-dimensional code of the dining hall scanning is the only way to get into the table. Some consumers think that this way has the suspicion of collecting users’ personal information, which increases the risk of consumer information leakage.
In this regard, the Beijing Business Daily reporter also launched an investigation. During the visit, it was found that there was a lack of service staff at the bar in some western fast food stores. After consumers arrived at the store, there was no special staff in charge of ordering at the bar. Consumers had to scan the code on their mobile phones or order from the store’s electronic devices. In the process of ordering, if there were matching needs that could not be met or there were questions about the products, no staff could Enough to help. In the process of the visit, the reporter can often see that there are elderly people who will not use the equipment in the store, leading to consumers queuing up.
In addition, in many main restaurants, consumers are forced to order by mobile phone in disguised form. Beijing Business Daily reporter in Huizhen small kitchen Maliandao store met with the service staff in the store. They asked the reporter to order online because of the busy meal peak. The reporter asked the waiter in the store twice to ask for the menu before being responded. After getting the menu, there was still no service staff in the store to respond to the reporter’s demand for direct ordering offline.
Consumers want to keep offline ordering
Beijing Business Daily also interviewed a number of consumers of different ages about the view of scanning code and ordering. Mr. Zhao, a consumer, said that he could understand the way that catering enterprises improve service efficiency by scanning the code to order, but now many restaurants force consumers to order online, which is disgusting. “For example, before I went to McDonald’s and jindingxuan, I met the staff who forced me to order online. After scanning the code, they would always recommend me to the group. After that, there was endless promotion and marketing within the group, but I was not interested in or needed these promotion and marketing information.”
“Most restaurants will scan the code and ask for attention to the restaurant’s official account or download the application to make a meal order.” Ms. Su, a consumer, told Beijing Business Daily that relevant advertisements would be pushed after meals. She expressed concern about whether information disclosure would occur by providing names, telephone numbers, opening access to location information, etc.
Another consumer who has retired for five years, Ms. Liu, also said in an interview with Beijing Business Daily that it is very inconvenient for many elderly people to scan the code and order meals. “I’m rather dazed. Many words and pictures are too small for us to order. Moreover, the operation of many restaurants after scanning the code is too complicated. Some need to pay attention to it, some need to download it, and some need to verify the code. It’s just ordering a meal. I don’t think it’s necessary to have so many complicated operations.”
Catering enterprises reduce labor costs
Scanning code and ordering brings some troubles to consumers, but for catering enterprises eager to improve efficiency, scanning code and ordering is an important grasp of the digital transformation and upgrading of catering enterprises.
Beijing Business Daily reporter interviewed a number of catering enterprises that are using scan code to order food. The relevant responsible persons of Xibei, Tangcheng kitchen, chuangeyu dumplings and other brands said that the use of scan code to order food is more convenient and fast for consumers, and the way of presenting dishes is more direct, so that consumers have the right to choose independently. At the same time, the products sold in the store are updated in real time, which also reduces the number of customers calling and complaints. For example, when customers want to add food, they can add it directly without having to ask the waiter, and the price is clear at a glance.
A Chinese Simplified chain brand leader who asked not to be named, told the Beijing Commercial Daily reporter that today’s sweeping code is actually a continuation of the idea of “paying as a member” before Internet plus. Online ordering is an important entrance for catering enterprises to collect user data. The original intention of enterprises is to enable consumers to order by themselves and relieve the manual pressure of stores. In this way, enterprises can put more manpower in the kitchen, take out packaging, other hall food services and other links, so that consumers can experience faster serving speed and more considerate table service during meals.
“The data collected by enterprises can help us more accurately understand the needs of consumers, provide the most direct and powerful data basis for enterprises in product adjustment, and enable catering enterprises to do better. The purpose of doing better is to better serve consumers.” Said the head of the brand. But at the same time, he believes that the current controversy about restaurant code scanning and ordering deserves the attention of catering enterprises and the third party that provides technical support for code scanning and ordering, and optimizing the experience of code scanning and ordering is also the key to improving the consumption experience.
Expert consumers have the right to choose
At present, the crux of the problem is that some people do not query the right of customers to choose their own way of catering. “Repeated guidance and not responding to consumers’ offline ordering demand on the ground of being busy are the key factors affecting the consumption experience. It’s consumers’ choice whether to scan the mobile phone code or order offline. As a service provider, consumers’ right to choose should be safeguarded. Catering enterprises should constantly optimize the online process while retaining the offline parts. This is the key to improving the consumption experience and service quality. Don’t lose consumers’ reputation because of a bad ordering experience. “
Humanistic Zhihong, partner of Hejun consulting and head of chain operation, believes that code scanning and ordering is an important link and entrance for catering enterprises to realize digital transformation. For catering enterprises, it is also an important measure to reduce costs and increase efficiency. However, catering enterprises need to focus on strategies to promote code scanning ordering. Starting from the enterprise itself, enterprises need to consider whether their own formats and brands are suitable for all code scanning ordering forms. Some brand formats can only be one of the ordering methods that consumers can choose. In addition, in the process of promoting code scanning and ordering, enterprises should consider the corresponding guidance strategies. For example, code scanning and ordering can get more discounts or points, so that consumers are willing to take the initiative to choose to use, rather than “forcing” consumers to scan and order. In addition, we should strengthen the sense of experience in the process of scanning and ordering. The enterprise can improve the convenience and fun of scanning and ordering.
Liu YuanJu, a researcher at Shanghai Institute of Finance and law, said that for businesses, the use of code scanning and ordering can carry out digital fine management, reduce the labor cost, and play a drainage effect to a certain extent. For consumers, ordering is simpler and faster. The key to the controversy is to pay attention to official account and personal information security. In fact, consumers have the right to choose, businesses can choose to use scan code order, but can not “force” consumers to order online, and should pay attention to the protection of consumer personal information security.
Beijing Business Daily reporter Guo Shihui Guo binlu
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